Macy's - Private Brands

Private Brands

Macy's has a large portfolio of private brands that it produces for exclusive sale within its stores. These brands, which are advertised in store as "Only at Macy's", account for 20% of the company's sales. The merchandise in each brand is designed to appeal to different demographics and customers. Bar III, the most recent addition to the company's portfolio, was launched in Spring 2011. Some of Macy's private brands are sold internationally in non-competing department stores.

Macy's private brands include:

  • Alfani (women's): wear-to-work clothes, sportswear, intimates, jewelry, shoes, and accessories
  • Alfani (men's): sportswear, tailored clothing, shoes, and accessories
  • American Rag: denim and separates
  • Bar III: contemporary women's and men's clothing and bedding
  • Belgique: cookware
  • Charter Club: women's ready-to-wear, home goods
  • Club Room: business casual menswear, sportswear, tailored clothing, furnishings, shoes, and accessories
  • Epic Threads: urban and edgy clothing designed for tweens
  • First Impressions: clothing for newborns and infants
  • Giani Bernini: handbags, small leather goods, shoes, and jewelry
  • Hotel Collection: luxury linens and mattresses
  • Ideology: activewear
  • I.N.C. International Concepts: fashion-forward modern clothing for women and men
  • Jenni by Jennifer Moore: women's intimates, pajamas, loungewear, and lingerie; children's pajamas and loungewear.
  • JM Collection: work-to-weekend women's clothing
  • Style & Co.: women's sportswear, shoes, jewelry, handbags, accessories, and bedding
  • Tasso Elba: European-inspired menswear characterized by luxury fabrics including sportswear, tailored clothing, furnishings, shoes, and accessories

Macy's distinguishes its private brands from its labels. This difference is "subtle but important." Macy's private brands have fully developed brand profiles targeted to specific consumers and are supported with national advertising and branded in-store environments. A label is just that: a name attached to a category of merchandise that fills a niche in Macy's assortments.

Macy's private labels include:

  • Greendog:
  • John Asford:
  • Morgan Taylor:
  • The Cellar:
  • Via Europa:
  • Holiday Lane:
  • Karen Scott:
  • Studio Silver:
  • Tools of the Trade:

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